what cable does and what facebook and google does is getting more like this than like this, right? but the reality is they come from very different foundational places. we have a very secure, trusted, um, expensive relationship with the consumer. we take your money, and we know that that momentum, you know, when you're at the point of sale, one, there's always a certain grumpiness about that. i'm the guy who asks you to send your money in today. i come into your home literally, physically i have a guy who comes into your home to install something. i have a relationship with you that depends on a really high degree of trust is so that you find that subscription worth paying every month. i have to protect your comfort with that relationship to a much greater degree than i think some of the tech companies have to. um, a lot of times, and i don't mean this disparagingly, you're very transactional on the internet. the internet at one point had a lot more experimentation with subscription-like models. when you have the subscription model, you have a trusted relationship with your custome